Expanded line of smart glasses by Meta driven by AI advancements, subjected to intense market evaluation
Meta Platforms, the parent company of Facebook and Instagram, has entered the smart glasses market with the launch of two consumer-ready models: the Meta Ray-Ban Display and the Vanguard glasses for athletes.
The Meta Ray-Ban Display, priced at $799, will be available in stores starting from September 30. It features a small digital display in the right lens for basic tasks such as notifications. The glasses also include Meta's AI assistant, cameras, hands-free control, and livestreaming to the company's social media platforms.
According to Jitesh Ubrani, research manager for IDC's Worldwide Mobile Device Trackers, the Meta Ray-Ban Display offers great value for the technology it provides. However, he notes that until the software improves, it might not be a device that the average consumer might know about or care to purchase.
The Vanguard glasses, aimed at athletes and priced at $499, offer nine hours of battery life and will be available starting on Oct. 21. They integrate with fitness platforms such as Garmin and Strava to deliver real-time training stats and post-workout summaries.
IDC forecasts a 39.2% increase in worldwide shipments of augmented reality/virtual reality headsets and display-less smart glasses in 2025, with Meta driving much of the growth. This growth is partly due to the increased demand for the cheaper Ray-Bans made by Meta and Ray-Ban owner EssilorLuxottica.
Meta's CEO, Mark Zuckerberg, described the new glasses as the perfect way for humans to access AI capabilities. Forrester analyst Mike Proulx compares the Meta Ray-Ban Display to Apple's introduction of a watch as an alternative to the smartphone.
The Vanguard glasses are not Meta's first foray into the smart glasses market. In 2018, the company introduced the Ray-Ban Smart Glasses, which do not have a built-in display. Meta has updated this line, offering almost twice the battery life of the earlier generation and a better camera at $379.
The launch of the Meta Ray-Ban Display and Vanguard glasses is Meta's latest attempt to catch up in the high-stakes AI race. Analysts suggest that Meta will need to convince people that the benefits of the glasses outweigh the cost to achieve widespread adoption. The glasses could potentially be a stepping stone towards the planned 2027 launch of Meta's 'Orion' glasses.
The Meta Ray-Ban Display also comes with a wristband that translates hand gestures into commands such as responding to texts and calls. The Vanguard glasses, like other devices, include these features as well.
The software of the Meta Ray-Ban Display needs to catch up, according to Jitesh Ubrani. Despite this, analysts consider the glasses an everyday, non-cumbersome form factor, making them an exciting addition to the growing smart glasses market.
